Frederick’s of Hollywood aims to go global.
Authentic Brands Group, which on Thursday closed on its deal to acquire the brand out of bankruptcy, has signed a partnership deal with the Bendon Group as its retail and wholesale partner.
Terms of the deal were not disclosed, but Bendon — which already has taken over operation of the fredericks.com Web site, will work with ABG on the retail concept and plan going forward. The intimates apparel manufacturer is the exclusive global licensee for key categories such as intimates, shapewear, loungewear, sleepwear, swimwear and swimwear accessories. Additional licensing partners yet to be signed will work on other categories for the brand that include hosiery, cocktail dresses, fragrance, beauty and personal care, as well as costume jewelry, according to Jamie Salter, chairman and chief executive officer of ABG.
“Frederick’s of Hollywood is an iconic lingerie brand born from the 1940’s pinup era. It was — and continues to be — inspired by Hollywood glamour,” Salter said.
His team is working with Bendon to reposition the brand that will include a focus on accessibility for the aspirational consumer, he said.
“There will still be a lot of sexy product in the line, as well as accessible product. It will include what you want to wear on a hot date because you want something special under your clothes, as well as what you want to wear every day because it feels good and is comfortable,” Salter said of ABG’s vision for the brand.
To effect its accessibility goal, price points for the initial categories are slated as follows: $28 to $49.95 for bras; $8 to $30 for panties; $18.50 to $78 for lingerie sets; $60 to $99 for corsets; $69 to $89 for dresses, and $14 to $16.50 for hosiery.
“We will be focusing very quickly on Asia, New Zealand, Australia and Latin America, as well as North America coming out of the gate. Europe, Middle East and Africa will be Phase 2,” Salter said.
Phase 1 will take about 12 months to get into market, or about 18 months out from laying the groundwork to actual product hitting the stores. ABG plans eventually to have the product available in all five continents.
New lingerie collections will become available in fall 2015, with the other product categories from Bendon slated for spring 2016.
Bendon’s brands include Heidi Klum Intimates, HK Man, Stella McCartney Lingerie, Davenport, Hickory, and Loveable. The labels are distributed globally to over 4,000 doors across 34 countries. Global retailers include Saks Fifth Avenue, Bloomingdale’s, Neiman Marcus, Selfridges, Harrods and Harvey Nichols.
Bendon also operates freestanding stores and outlets under the Bendon nameplate, which carry the brands under Bendon’s umbrella. According to Salter, ABG will work with Bendon on a retail strategy for standalone Frederick’s stores and franchised sites.